Playbook · For Sales Development

Something flagged the account. Rudy answers the next question.

Your CRM and Clay already tell you which accounts are worth working. Neither can tell you who on your side can get you in the door. Rudy takes the trigger, finds the route, names who should make the ask, and puts it in a plan you agree weekly.

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# sdr-emea6 members

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RudyAPPFriday 4:58 PM

Clay flagged four accounts this week and your CRM moved two more. Here is the relationship work that follows. Tell me if any should come out.

Snowflake, flagged in market by ClayTier 1. Route to their Senior Director IT runs through Priya, your VP Customer Success.

Reach

Klarna, new VP RevOps started last monthSix weeks in role. Two people here worked with her.

Reach

Name-drop campaign, 20 accounts18 people at those accounts worked closely with a customer of yours.

Open

Maersk, board route availableACV clears the gate. This one is the CEO’s ask, not yours.

Protect

Agree the planChange something

Co-owned goals

Three things you and Rudy both own.

Not three features. Three goals with a name on each, which is the difference between a tool you remember to open and a colleague who turns up.

01

Reach

Turn an account someone else flagged into a route in. Your CRM or Clay says who is worth working. Rudy answers the next question, which is how you get in.

02

Open

Make the first line true. A name the buyer recognises beats a paragraph of personalisation about a page they visited.

03

Protect

Spend the expensive relationships carefully. Three board asks for $50K deals and you do not have a board pillar by year two.

The operating rhythm

A tool waits to be opened. A colleague has a standing agenda.

This is the part nobody else does. Rudy is not a stream of notifications you triage between calls. He works to a rhythm you both keep, and it produces something you can point at.

1ONCE A WEEK

☰This week’s planagreed Friday

Four things, in priority orderRudy proposes. You cut what does not belong.

Planned

Each one has a reason attachedNot a feed. A short list you both signed off.

Planned

Owner and date on every itemSo nothing is technically everyone’s job.

Planned

Anything you rejected stays rejectedHe does not quietly re-propose it on Tuesday.

Noted

2EACH MORNING

☰Today3 items

First item already movedSent 09:14. Reply came back before standup.

Done

Second needs your readDrafted and waiting. Two minutes of your time.

Now

Third is teed upEverything he needed is attached.

Today

3EACH EVENING

☰Closed outnothing dropped

Two closedOutcome logged against the record, not a spreadsheet.

Closed

One sent, no reply yetWhich is fine on day one. He will chase it.

Sent

One replannedSomething changed on the account. Reason attached, moved to next week.

Replanned

And then it repeats. Nothing carries over silently. Anything unfinished goes back into next week’s plan with a reason attached, which is why this survives a busy quarter instead of quietly stopping.

Reach

Clay says this account is in market. Now what?

Boomerang does not tell you an account is moving. Your CRM and Clay already do that, and they do it well. What neither can answer is who on your side can get you in the door. That question arrives with the trigger and Rudy answers it in the same breath.

SnowflakeACCOUNT

DetailsRelatedContactsBoomerang

Rudy · tier 1, flagged by Clay

MS

Maya Sutton, Snr Director ITThe person you need. Never contacted by anyone here.

Target

PR

Priya Raman, your VP Customer SuccessRan Maya’s account at Datadog for four years. Answered both past asks.

Best route

JP

Jordan Pace, customer at ArmisReported to their CTO. Routes through the CSM.

Second route

AB

Board member knows the CFOWrong level, and the ACV does not clear the gate.

Blocked

Reach

A new VP started last month. That is the window.

New people buy. They are still forming opinions, still allowed to change things, and still taking meetings. Your CRM knows the title changed. Rudy tells you who on your side already knows them, so the first touch is not a cold note to someone in week six.

☰New in seat, target accounts4 this month

KL

Klarna, VP RevOpsStarted five weeks ago. Two of your team worked with her at Monzo.

2 routes

WD

Workday, Head of PlatformStarted last month. One customer of yours reported to him.

1 route

MA

Maersk, new CISOSix weeks in. Board member knows him, gate applies.

Gated

DD

Datadog, new VP EngNothing in any pillar. Cold is the honest answer.

Cold

Open

Twenty accounts. Eighteen people already know a customer of yours.

A name-drop campaign is only worth running if the name means something to the person reading it. Rudy works the target list against your customer base, finds the people who genuinely worked alongside a customer, and drafts each note around that specific shared history rather than a template with a logo in it.

ClaudeBOOMERANG MCP

who at this week’s 20 accounts has worked with one of our customers

C

Eighteen people across fourteen of the twenty. Six worked directly with a case study customer, the rest with power users. Each note references the actual overlap, not the logo:

ONE OF THE EIGHTEEN

Dee, you and Marcus Webb ran the same migration at Halcyon before he moved on. He is using us for the thing that made that project painful. Worth twenty minutes?

boomerang.search_paths boomerang.get_connector boomerang.draft_ask

Protect

The board is not a pipeline lever.

An SDR sending three board asks a quarter for $50K deals trains the board to stop responding, and inside six months the pillar is gone. Rudy applies the gate before anything is surfaced, so the rep never sees the ask they should not make.

# sdr-emeagate applied

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RudyAPP10:41 AM

Maersk clears the board gate: the ACV is above the threshold and the account is flagged tier 1. This one goes through the CEO, not from you.

ESCALATION CHECK

ACCOUNTMaersk, $310K expected ACV

GATEBoard pillar unlocks at $250K

ROUTEVia the CEO, through the Chief of Staff

ALTERNATIVETwo team-network routes available now

Request the board ask Use the team route instead Not yet, revisit at stage 2

The trigger comes from your stack. Rudy does the relationship work.

Salesforce, HubSpot and Attio Clay Common Room and Outreach Your own calendars and call recordings

And he shows up where the work already happens.

Slack On the account record Claude and Codex, over MCP REST API and webhooks

The rules Rudy keeps

Connector capital is a budget, not a tap.

Every pillar has a different cost and a different refill rate. The limits are set per source, and Rudy applies them before anything is surfaced, so the only asks anyone sees are the ones they are allowed to make.

Your own team

YESAlways. Lowest cost in the system, and the first place Rudy looks.

NEVERNothing. This one is never skipped when a path exists.

Partners

YESAny account your CRM or Clay has qualified, routed through the Partner Manager.

NEVERDirect outreach into a partner. Ever.

Customer champions

YESAccounts your own systems have marked as real, routed through whoever owns the relationship: the CSM, the AE or the AM.

NEVERA maybe. Customer goodwill is too expensive to spend on a guess.

Board and investors

YESA qualified account and ACV at or above the board threshold, $250K by default.

NEVERAnything below it. The board is not for pipeline games.

The connector contract

You will say yes or no to every ask. No silence.

Every connector agrees to one rule. Someone who ghosts three asks is telling you they would rather not be a connector, and that is a fine answer. Better than silence, because silence is what trains the next person to stop asking. Both sides protected.

YesNot nowWrong personI’d rather not

On the scoreboard